Amazon Prime streaming contribution to digital rental vs not counting it as its mostly for free shipping is another issue. Not all of the older Amazon Prime customers used the service, even while free but the Kindle Fire tablet switches that dynamic.

How the Amazon Prime $79 a year revenues are counted is an interesting problem as obviously most of that is for people spending for the free shipping of goods bought through the Amazon website for home delivery of physical goods. Its a free bonus to their core business of selling and delivering stuff to consusmers.

But if should have also surged as in 4Q 2011 (Nov 9 2011) the Kindle Fire with a free 30 day subscription to Amazon prime free shipping and free Amazon Prime SVOD was included.

So from November onward a lot more people were using Amazon Prime video streaming on Kindle Fire tablets and even if they like free Amazon Prime for easy free 2 day shipping they are also using it for more SVOD video streaming as well.

How you split that up and allocate to digital rental SVOD I don't have a clue. Its as tough as trying to imagine what part of Netflix combined disc by mail and free streaming plans in past years went to that category before Netflix split the plans last year.